Profile of Purpose: A Tough Nut to Crack

Meet Frank Omondi, wildlife biologist turned entrepreneur. As CEO, he took Ten Senses Africa, a Kenyan producer and distributor of macadamia nuts, from the brink of bankruptcy to a modern, sustainable, and successful venture that satisfies customers and supports farmers.

Frank Omondi approaches business differently than most entrepreneurs: “I look at business in a way that helps uplift more people. I think the future of Africa's food production lies in the hands of the small-holders.” This belief influences every decision that Omondi makes for Ten Senses.  

“Ten years ago, we set it up as a company that is going to be fair to farmers. We found small-holders were being taken advantage of,” Omondi explained. Instead, Ten Senses developed long-term relationships with farmers, committing to buy all their products and pay them a fair price. And they brought in technology to facilitate mobile payments and farm-to-shelf traceability.

“We're able to pay farmers directly on mobile phones,” Omondi said. “Instantly, each person can move nearly $2,000 to $3,000 on their phone. You don't get that anywhere else.”

Ten Senses is not only doing right by farmers. The company is also helping to combat climate change and deforestation. To date, Ten Senses has provided over one million seedlings to farmers. And it has doubled its sales in the past five years, too, proving that success and sustainability can go hand in hand. Omondi explained, “We are not only helping vulnerable farmers to get income, but also giving them climate change resiliency.”

Listen to Omondi’s mini profile to hear how his company is cracking the nut on sustainability, traceability, and profitability for small farmers in Kenya and soon Tanzania and Ethiopia. 

Bonus: Two of our future guests, Dr. Deborah Gruenfeld and Dr. Margaret Neale, are the faculty directors of Stanford’s executive program in women’s leadership. This intensive, one-week workshop will take place on campus from May 1–6, and it will transform the way you negotiate, manage teams, and lead. The deadline to apply to the program is March 18, so don’t wait. Learn more and apply here.

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